Intranet Lounge

There’s been a great discussion recently amongst The 2.0 Adoption Council crew on what we’re trying to achieve and the role of traditional corporate and internal comms. What more than a few members have experienced in one form or another is resistance from their Comms colleagues. This has got me thinking as to what the core reasons might be and how a reconciliation of interests might be possible.

My own background is in part Comms based & so I can empathise with where the Comms teams are coming from. With this in mind it might be helpful to step back and look at where the Comms guys are coming from (and particularly internal comms, my own area). And where better than to turn to than Melcrum. I had a mail today promoting their Melcrum Black Belt Course which asked:

When planning your communication activities, which is more true?

A: I focus on delivering outputs.
B: I focus on achieving outcomes.
Was the completion of your last communication project:

A: An end in itself?
B: A means to an end?
When you gauge the success of a communication initiative, do you measure:

A: Levels of awareness and satisfaction with the channels used?
B: Attitudes, behaviours and whether business objectives were achieved?